How to choose an SEO company?

Knowing how to choose an SEO company that aligns with your business goals is crucial for growing your online presence. With the right SEO partner, you can attract more visitors to your website, improve search visibility, and reach your target audience more effectively. But understanding how to pick an SEO company that’s a true fit for your needs can seem overwhelming, especially with so many options available.

A good SEO company should know its stuff, be honest about its work, and show results you can track. When you understand how to pick an SEO company with these qualities, you’re on the path to building a stronger online presence and reaching more people.

10 Steps to Hiring an SEO Agency

1. Define Your SEO Goals and Needs
   • Clarify what you want from brand visibility, higher rankings, targeted traffic, etc. Align these goals with your business objectives.
2. Decide Between In-House or Agency SEO
   • Weigh the benefits of an in-house team versus outsourcing to an SEO agency. Agencies often bring diverse expertise and resources, while in-house SEOs focus exclusively on your brand. The limitation here is the SEO knowledge and experience of the people in your company, and the resources they have.
3. Research Potential SEO Agencies
   • Make a shortlist of SEO agencies. Look for agencies with a strong track record, industry recognition, and positive client feedback.
4. Assess Agency Experience and Expertise
   • Evaluate their experience in your industry. Look at their client list, case studies, and testimonials to see if they have relevant expertise and success stories.
5. Check Reputation and Case Studies
   • Go through reviews, awards, and client testimonials. Reputable agencies will have verified case studies showing quantifiable results for their clients.
6. Understand Their SEO Strategies
   • Ask for an outline of their SEO approach, including techniques for on-page SEO, link building, and content strategies. Ensure they follow industry best practices and avoid outdated or “black-hat” tactics.
7. Evaluate Their Communication and Reporting Style
   • Transparency is crucial. Ask about their analytics and reporting methods to understand how they’ll keep you updated on progress.
8. Ask About Tools and Resources Used
   • Good SEO agencies use advanced tools for tracking, analytics, and keyword research. Ensure they have the right resources to support your SEO objectives effectively.
9. Inquire About Their Pricing Structure
   • Understand their pricing model (e.g., hourly, monthly retainer, or project-based) and compare it to your budget. Make sure their fees align with the scope of work they’ll provide.
10. Watch for Red Flags
    • Avoid agencies that guarantee specific rankings, use secretive methods, or offer very low prices. Transparency, realistic expectations, and quality work are key indicators of a reliable agency.

Understanding the Role of an SEO Company

SEO companies help businesses get noticed online. They use special techniques to make a website show up higher in SERP-s (search engine results pages). This includes finding the right keywords people search for, creating helpful content, building links to improve website authority, and regularly reporting on progress.

Some common tasks include technical optimization (making the website work better), keyword research (finding queries people search for), content creation, and link building. These actions can make a website easier to find. For a quick look at the terms, check out this SEO terminology guide to learn more about SEO basics.

Key Qualities to Look for in an SEO Partner

When picking an SEO partner, look for important qualities like experience, a good reputation, and success stories from other clients. Companies like Indexed Zone SEO Consulting show these qualities by being honest, keeping you updated, and creating custom solutions that fit your needs.

Experience and Industry Knowledge

Experience matters. An SEO agency with a solid track record of well-ranked SEO clients has likely worked with many types of businesses and knows what works. Even if things don’t work, the experienced SEO experts will know when to implement changes, what changes should be implemented, and for how long to wait before taking any actions, even in case the results oscillate. (That’s right, Google bugs sometimes, so it’s crucial not to take actions in case you recognise the oscillations aren’t a result of your SEO efforts).

Transparency in Reporting and Communication

It’s important to know how your SEO agency handles analytics reporting. Transparency means they clearly show you the data and explain what it means. A good agency keeps you updated on your website’s progress regularly. For example, with general monthly reports, and semi-annually or quarterly reports with specific details on what was done in the previous period, what results were achieved, and what should be done to progress further in the future.

Customized SEO Strategies

Avoid agencies that use one-size-fits-all plans. The best SEO companies develop customized SEO strategies that fit each client’s unique needs, ensuring the approach works specifically for your goals (IZ SEO Consulting does this too). This doesn’t mean you should strictly avoid any SEO company that has predefined packages. But it surely means you should understand why a certain package of SEO services works specifically for your company.

Questions to Ask Potential SEO Agencies

Before choosing an SEO agency, asking the right questions is key. Start with, “What SEO strategies do you implement?” to understand their approach. Knowing if they use safe, effective strategies can help ensure your website stays protected and performs well.

Another important question is, How does your SEO agency build links, and what is in general your approach to link-building? Quality link-building builds your site’s reputation, so it’s important they follow trusted methods.

Furthermore, you could ask if the SEO company has experience in your industry (if they have had clients from your industry). Look for an agency with experience in your field, as they’ll better understand your audience. For more ideas, explore these questions to ask SEO consultants to get the most from your interview.

Red Flags to Watch for in an SEO Company

When considering how to find the best SEO company, it’s essential to be vigilant about red flags. Some SEO agencies may use questionable practices or overpromise results, ultimately putting your business at risk. Here are key warning signs to look out for:

1. Guaranteed Rankings or Overnight Success Promises
   • No reputable SEO company can guarantee specific rankings or rapid results. Search engine algorithms are complex and continually evolving, so beware of any agency that promises a specific ranking within a short time. Reliable SEO requires a strategic, long-term approach.
2. Lack of Transparency in SEO Practices
   • A trustworthy agency will openly discuss its methods, strategies, and tools with you. If an agency is secretive about its tactics or avoids giving clear answers, it could be a sign they’re using risky “black-hat” techniques, like keyword stuffing or hidden links, which could harm your site’s reputation.
3. Unrealistically Low Pricing
   • Quality SEO services require time, expertise, and resources. If a company’s rates seem far lower than the industry average, they may cut corners, deliver minimal results, or lack the expertise needed for a comprehensive strategy. Cheap SEO can sometimes lead to poor-quality content, low-authority backlinks, or even penalties from search engines.
4. Vague or No Reporting on Progress
   • An SEO company should provide regular, clear updates on your website’s performance. If an agency avoids sharing data, progress reports, or specific KPIs (like traffic, ranking, or conversion metrics), it may not be making meaningful progress. Look for agencies that offer consistent, transparent reporting and explain their findings.
5. No Customized Strategy
   • Effective SEO is not one-size-fits-all. If an agency pushes generic, pre-packaged solutions without considering your business goals, audience, or industry, they may not be able to deliver meaningful results. A strong SEO agency will create a customized strategy tailored to your unique needs.
6. Overemphasis on Link Quantity Over Quality
   • Link-building is an important part of SEO, but quality always trumps quantity. Beware of agencies that promise high volumes of backlinks without specifying the quality or relevance of the sites they come from. Spammy links from low-quality sources can hurt your site’s ranking rather than help it.
7. Poor Communication or Hard-to-Reach Team Members
   • Good communication is vital to a successful partnership. If it’s difficult to get clear answers, timely responses, or regular updates from the agency, this may be a sign that they’re not prioritizing your needs. A reliable SEO company should be readily available and willing to address your concerns.
8. Absence of a Clear Onboarding Process
   • Reliable SEO agencies will have a defined onboarding process to understand your business, set goals, and align strategies. An agency that lacks a structured onboarding approach may not have the expertise or organization to develop an effective plan for your business.
9. No Emphasis on Long-Term Growth
   • SEO is a gradual process with long-term benefits. Be cautious of companies that focus on short-term gains without discussing strategies for sustained growth. The best SEO agencies prioritize steady improvements that will help your business thrive over time.
10. Disregard for Google’s Guidelines
    • Finally, reputable SEO agencies adhere to search engine guidelines set by Google and other platforms. Agencies that dismiss these guidelines or use “quick-fix” tactics risk penalties that can severely damage your website’s ranking and credibility.

Looking at Past Results and Success Stories

To choose the right SEO agency, it’s essential to review their past work. Look for case studies and testimonials that show real results. Strong case studies demonstrate how the agency helped businesses grow through increased traffic or higher rankings, offering proof of their skills and experience.

Ask for examples that highlight similar challenges to your own. This will give insight into what they might achieve for you. For specifics, see what to expect from IZ SEO Consulting for helpful performance indicators to consider when evaluating any agency.

Transparency in Reporting: Key Metrics to Expect

When evaluating SEO agencies, clear and regular reporting is essential. Reliable agencies will provide updates on key metrics so you can track progress and assess the effectiveness of their strategies. Transparent reporting allows you to see exactly where your investment is going and whether their approach aligns with industry standards.

Here are the core metrics you should expect in an SEO report, along with their importance for your business:

1. Website Traffic
   • What It Measures: Website traffic reflects the number of visitors coming to your site, broken down by channels like organic search, direct visits, and referrals.
   • Why It Matters: Tracking traffic shows how well your site attracts visitors over time. Organic traffic growth is a key indicator of successful SEO, as it suggests that your site is ranking for relevant searches.
   • What to Look For: Look for reports that include total traffic, organic traffic growth, and traffic sources. A quality report will also provide context, such as which SEO efforts (like content optimization or link-building) contributed to the traffic increase.
2. Keyword Rankings
   • What It Measures: This metric shows how well your site ranks for target keywords over time.
   • Why It Matters: Keyword rankings reflect your site’s visibility in search engine results. Improving your position on key search terms can bring in qualified traffic, boosting brand awareness and authority.
   • What to Look For: Regular updates on keyword performance, including changes in rank and average position over time. Reports should focus on the keywords that matter most to your business and explain how fluctuations may affect your visibility.
3. Content Created (e.g., Blog Articles, Web Pages)
   • What It Measures: This metric tracks the quantity and quality of SEO-driven content, such as blog posts, landing pages, and web pages created by the agency.
   • Why It Matters: Content is a cornerstone of SEO. Regularly publishing optimized, valuable content helps attract traffic, improve keyword rankings, and establish authority in your niche.
   • What to Look For: Reports should detail the number and type of content pieces created, as well as the primary keywords targeted. Quality agencies will outline how each piece contributes to your SEO goals.
4. Backlinks and Citations Acquired
   • What It Measures: This reflects the number and quality of external sites linking to your website.
   • Why It Matters: Quality backlinks improve your site’s authority and help boost rankings. Tracking your backlink profile ensures that links are from reputable sites, protecting your site from penalties.
   • What to Look For: Reports should include new backlinks acquired, their domain authority, and relevance to your industry. They should explain how link-building efforts strengthen your authority and contribute to your SEO success.
5. Technical Improvements
   • What It Measures: This includes technical enhancements made to optimize site performance, such as improving page speed, fixing broken links, and enhancing mobile-friendliness.
   • Why It Matters: Technical SEO factors directly impact search engine rankings and user experience. Addressing these issues can improve site crawlability, usability, and visibility.
   • What to Look For: Expect reports that outline specific technical tasks completed, such as page speed optimizations, mobile responsiveness updates, or error corrections. A reliable agency will provide insights on how each adjustment contributes to SEO performance.
6. Page Speed and Core Web Vitals
   • What It Measures: These metrics assess your website’s loading speed, interactivity, and visual stability.
   • Why It Matters: Page speed is a ranking factor, and faster-loading sites generally offer better user experiences, which can improve engagement and rankings.
   • What to Look For: Look for reports on your page speed and Core Web Vitals (like LCP, FID, and CLS), along with actionable recommendations for improving these metrics. A good SEO agency will offer specific suggestions to optimize your site’s speed and overall performance.

Consistent Reporting for Continuous Improvement

Consistent, transparent reporting from your SEO agency allows you to track progress and make informed decisions. By focusing on metrics related to content, link-building, technical improvements, and key SEO outcomes, you can confidently evaluate the agency’s work and ensure it aligns with your business goals.

Pricing and Value

The cost of hiring an SEO agency can vary widely depending on factors like the agency’s expertise, service scope, and your industry’s competitiveness. Here’s a breakdown of common pricing models and what to expect:

1. Monthly Retainers
   • Range: $1,000 to $5,000+ per month, with larger projects reaching $10,000+.
   • Details: Monthly fees typically cover ongoing SEO efforts, such as content creation, link-building, and technical improvements. This model is ideal for businesses seeking steady, long-term growth.
2. Hourly Rates
   • Range: $75 to $200 per hour.
   • Details: Hourly rates are generally for one-time consulting or specific services like SEO audits.
3. Project-Based Fees
   • Range: $1,000 to $5,000+ per project.
   • Details: Used for targeted projects like a technical audit or SEO setup for a new website. Good for businesses with specific, short-term needs.
4. Factors Affecting SEO Pricing
   • Agency Reputation & Experience: More established agencies may charge higher fees based on their track record.
   • Scope of Work & Competition: Comprehensive SEO campaigns for competitive industries cost more.
   • Level of Customization: Custom strategies tailored to your business often come at a premium.
5. Evaluating ROI
   • When assessing cost, focus on potential ROI over initial price. Quality SEO services often justify higher fees by delivering sustainable results. Be cautious with extremely low-cost services, as these can lead to low-quality work or even harm your site’s reputation

Why Hiring an SEO Company Matters

Hiring an SEO company can save you valuable time and resources, while also achieving better results than you might on your own. Even if you have some SEO knowledge, a professional SEO agency has the tools, expertise, and industry connections needed to implement effective strategies. Working with experts ensures that you’re getting the most out of your SEO investment. Here are some stats to help you understand why hiring the right SEO company matters that much:

SEO Companies Drive Targeted Traffic and Visibility

• 68% of online experiences begin with a search engine, making SEO crucial for online visibility. Source: Bright Edge
• SEO drives 1,000%+ more traffic than organic social media, highlighting its effectiveness in reaching target audiences. Source: Search Engine Journal
• The first organic search result has a 27.6% click-through rate, showing the importance of top rankings. Source: Backlinko

Enhanced Credibility and Trust

• 75% of users never scroll past the first page of search results, underscoring the need for first-page rankings. Source: Hubspot
• 39% of purchasers are influenced by a relevant search, illustrating that search engine visibility builds buyer trust. Source: Think With Google
• 49% of consumers say they trust online reviews as much as personal recommendations, showing SEO’s role in building trust through visibility. Source: Bright Local

Higher Conversions and Cost Efficiency

• SEO leads have a 14.6% close rate, far higher than the 1.7% close rate for outbound methods such as direct mail. Source: Hubspot
• Businesses that invest in SEO see 50% higher conversion rates on average, thanks to targeted traffic. Source: Terakeet
• SEO can reduce the cost of customer acquisition by up to 87.41%, making it an efficient strategy for generating valuable leads. Source: Ahrefs

Impressive Return on Investment (ROI)

• SEO agencies charge an average of $3,200 per month, with many businesses seeing measurable ROI within three to six months. Source: Ahrefs
• 49% of marketers believe SEO offers the highest ROI among marketing channels, reinforcing its value. Source: Search Engine Journal
• SEO generates 20x more traffic opportunities than pay-per-click on both mobile and desktop, proving its long-term potential. Source: MOZ

Sustainable Growth and Long-Term Success

• Only 5.7% of newly published pages reach Google’s top 10 within a year, making expert SEO guidance essential for sustained growth. Source: Ahrefs
• High-quality content, page experience, and backlinks rank among the top factors for Google’s algorithm, which skilled SEO agencies optimize. Source: Search Engine Journal
• 57.8% of all global web traffic is driven by Google’s organic search, showing SEO’s far-reaching impact. Source: Spark Toro

FAQ

How do SEO agencies quantify their work?

SEO agencies use KPIs (Key Performance Indicators) to measure success. Common KPIs include traffic growth (the increase in visitors to your website), keyword ranking improvements, and engagement metrics like time on page and bounce rate. Agencies also track organic conversions to demonstrate the impact on lead generation and revenue.

Can an SEO agency genuinely improve my business?

Yes—an effective SEO agency can drive meaningful improvements by boosting your site’s visibility, attracting targeted traffic, and helping to convert visitors into customers. Agencies that set realistic goals and provide transparent reporting can show clear progress and positive ROI over time.

What are the benefits of working with a local SEO agency?

A local SEO agency understands your specific market, allowing for more targeted strategies to reach local customers. Communication is often smoother with a local partner, enabling faster adjustments and regular check-ins to align on goals.

How long does it take to see results from SEO?

SEO is a long-term strategy, and it generally takes 3 to 6 months to start seeing noticeable improvements in rankings and traffic. Full results, especially in competitive markets, may take 6 to 12 months. A reliable SEO agency will provide realistic timelines based on your industry and goals.

What should I look for in an SEO agency’s approach to link-building?

Quality link-building is essential for SEO success. Look for agencies that prioritize earning links from reputable, high-authority websites rather than generating large volumes of low-quality links. Quality-focused link-building boosts your site’s authority and aligns with search engine guidelines.

How do I know if an SEO agency is using ethical, “white-hat” practices?

Ask the agency to explain their strategies in detail. Ethical SEO agencies will focus on quality content creation, relevant link-building, and user-friendly site optimization. Be cautious of agencies promising quick results, as they may use “black-hat” tactics that could harm your site’s reputation and rankings.

What happens if my site doesn’t rank as expected?

Reliable SEO agencies adapt their strategies if initial results don’t meet expectations. They’ll analyze data, test new approaches, and provide transparent updates. SEO is iterative, and experienced agencies continuously refine strategies based on performance.

Will I have direct communication with the team working on my account?

Transparency in communication is essential. The best agencies ensure you have direct access to the team handling your account, allowing you to discuss goals, challenges, and results openly. This communication helps you stay informed and engaged throughout the campaign.

How often should I expect reports from my SEO agency?

Most reputable SEO agencies provide monthly reports, with some offering additional quarterly reviews. These reports typically include updates on traffic, keyword rankings, completed tasks, and upcoming strategy adjustments to keep you informed of progress.

How does an SEO agency handle industry updates or algorithm changes?

Experienced SEO agencies stay informed of industry updates and algorithm changes, adjusting their strategies accordingly. Ask your agency how they monitor these changes and how often they update tactics to maintain or improve your site’s performance.

Make Your Next Move in SEO Count

Choosing the right SEO partner can make all the difference in your online success. By prioritizing qualities like experience, transparency, and customized strategies, you’re setting yourself up for meaningful, measurable growth. The best SEO agency is more than a service provider—it’s a team that genuinely understands your goals and works closely with you to achieve them.

Ready to take the next step? Reach out to us and let’s discuss how we can help boost your visibility, traffic, and conversions.